Keynote speaker | Thursday 5 June 11:00

How does the spirit of the times impact interior design decisions? Christine Boland, trend analyst and zeitgeist expert, has been studying this question for the last three decades. Using her analyses, she explains what drives consumer behaviour and trends, and works with businesses to translate opportunities into concrete actions. “When you understand the zeitgeist, you can also understand the consumer’s design decisions,” she explains. According to Christine, there are three timeless factors that drive us when it comes to making interior design decisions: a need for permanency, meaning, and belonging.

Need for permanency

We are living through a chaotic era of crisis, confusion and conflict. Christine sees how interior design responds to this dynamic: “There is a growing need for comfort – for tactile, organic forms that give us a feeling of safety and security.” She talks about ‘healing aesthetics’: an interior design is a healing force that offers permanency and creates a safe environment.

To put this into practice, and awaken these feelings for the consumer, Christine emphasises the importance of our senses. She notes the soaring popularity of warm, earthy colours such as terracotta and sand tints. And the tactile experience of our flooring is equally important – now more than ever. Christine talks about the combination of hard and soft materials; for example, ceramic parquet with a wool floor covering or soft rug. She also sees noise-absorbing materials being used more and more often, as a sort of balm for the senses. “These are subtle modifications that give people the balance and permanency that they are so thirsty for.”

In search of meaning

The search for meaning has long been a universal driver for consumers. As a trend expert, Christine has observed that we often find our meaning from brands and organisations that reflect our own values and convictions. Sustainability is by far the strongest example for today’s world: “Companies that fail to pay attention to sustainability are missing the boat and losing their relevance,“ warns Christine. “It’s an issue that is just so important for public opinion.”